Vietnam Moisturizer Market Overview, 2029

Vietnam’s beauty and personal care sector is on a robust growth trajectory, with the moisturizer industry emerging as a particularly dynamic segment. Driven by evolving consumer preferences, increasing disposable incomes, and a burgeoning middle class, this industry is poised for significant expansion. In Vietnam’s tropical climate, moisturizers are typically formulated to be lightweight and non-greasy. Products often feature ingredients that provide hydration without making the skin feel heavy or sticky. Gel-based or water-based moisturizers are popular, as they offer a refreshing feel and are less likely to clog pores. Vietnamese consumers often look for products that align with their cultural practices and beauty ideals. There is a notable interest in products that offer multifunctional benefits, such as sun protection combined with moisturizing properties. Additionally, traditional ingredients and herbal remedies are sometimes incorporated into modern formulations to appeal to local preferences. Packaging plays a significant role in attracting Vietnamese consumers. Products that are easy to use, aesthetically pleasing, and provide a sense of luxury tend to be favoured. Eco-friendly packaging is also gaining traction as sustainability becomes a more prominent concern among consumers. Lightweight, fast-absorbing formulas are preferred to avoid a greasy feel, which is important for daily use in warmer weather. Additionally, there is a growing interest in body moisturizers that offer targeted solutions for specific concerns such as dryness or uneven skin tone, and products with exfoliating or brightening properties are gaining traction. According to the research report "Vietnam Moisturizer Market Overview, 2029," published by Bonafide Research, the Vietnam Moisturizer market is expected to reach a market size of more than USD 254.33 Million by 2029. Vietnam’s economic growth has led to an increase in disposable incomes, which has fuelled consumer spending on personal care products. As more Vietnamese become affluent, they are investing in premium skincare products, including high-quality moisturizers. There is a growing awareness among Vietnamese consumers about the importance of skincare. This shift is largely driven by increased access to information through social media and the influence of beauty trends from Korea and Japan. As a result, more consumers are seeking out products that offer specific benefits, such as anti-aging and hydration. Consumers are increasingly gravitating towards products with natural and organic ingredients. This trend is part of a broader move towards healthier and more sustainable living. Brands that emphasize eco-friendly packaging and transparent ingredient sourcing are gaining popularity. The digital transformation in Vietnam has led to a surge in online shopping, including for beauty and skincare products. E-commerce platforms and social media channels are becoming vital for reaching consumers, offering convenience and a wider range of products than traditional retail outlets. Sustainability and the use of natural ingredients are increasingly important, with consumers showing a preference for eco-friendly packaging and brands that emphasize transparent ingredient sourcing.

The Vietnamese moisturizer market is experiencing significant growth, reflecting the country’s increasing focus on skincare and personal grooming. This market is divided into face and body moisturizers, each catering to specific consumer needs and preferences influenced by local climate and cultural trends. For face moisturizers, there is a strong preference for lightweight, non-greasy formulations that offer effective hydration without feeling heavy, particularly given Vietnam's hot and humid climate. Gel-based and water-based moisturizers are especially popular for their refreshing, breathable qualities. Consumers are also seeking products that provide additional skincare benefits, such as brightening and anti-aging, with ingredients like hyaluronic acid, vitamin C, and niacinamide being highly favored for their hydrating and skin-improving properties. The trend towards multi-functional products is evident, as consumers look for moisturizers that combine hydration with sun protection, acne-fighting properties, or other skincare benefits. The influence of Korean beauty trends and global skincare innovations is significant, driving demand for advanced formulations that deliver a dewy, radiant finish. In the body moisturizer segment, the focus is on intense hydration and nourishment, with products containing shea butter, cocoa butter, and glycerin being popular for their moisturizing and skin-softening effects. Creams are highly valued for their rich, emollient properties, making them ideal for those seeking intense hydration and nourishment. Particularly popular among individuals with dry or sensitive skin, creams often feature ingredients like shea butter, cocoa butter, and ceramides, which enhance their moisturizing and skin-softening effects. The demand for anti-aging benefits has also driven interest in creams that include active ingredients such as retinol, peptides, and antioxidants. Night creams, known for their concentrated formulations, are commonly used to repair and rejuvenate the skin overnight. On the other hand, lotions are preferred for their lightweight, non-greasy texture, which provides effective hydration without feeling heavy or sticky. This makes lotions particularly suitable for Vietnam's humid climate, where consumers appreciate products that absorb quickly and leave a comfortable finish. Lotions are versatile, often used for both face and body care, and appeal to a broad range of skin types due to their balanced hydration and ease of application. Gels are popular for their refreshing, lightweight feel, ideal for those with oily or combination skin. Gel-based moisturizers offer a cooling effect and are quickly absorbed, which aligns well with the preference for non-greasy and breathable products in a humid environment. They are often formulated with ingredients like hyaluronic acid and aloe vera to provide hydration without clogging pores. In Vietnam's moisturizer market, the distribution of products through online and offline channels reflects distinct consumer preferences and shopping behaviors. Online channels have seen significant growth due to increased internet access and the popularity of e-commerce platforms like Shopee, Lazada, and Tiki. These platforms offer consumers the convenience of browsing a vast array of moisturizer products, reading reviews, and making purchases from the comfort of their homes. Social media platforms, such as Facebook and Instagram, play a crucial role in marketing and direct sales, leveraging influencer endorsements and targeted advertising to drive engagement. Additionally, the rise of mobile commerce has further boosted online shopping by allowing consumers to shop on-the-go. Subscription services and direct-to-consumer models are also gaining traction, providing personalized skincare solutions and fostering brand loyalty. Despite the growth of online shopping, offline channels remain vital. Pharmacies and drugstores are preferred for their expert advice and therapeutic products, while supermarkets and hypermarkets offer the convenience of purchasing moisturizers alongside other groceries. Specialty beauty stores and department stores cater to consumers seeking high-end or niche products, providing a premium shopping experience with personalized advice and product samples.

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Manmayi Raval

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Women’s moisturizers dominate the market, driven by a broad spectrum of skincare concerns and the pursuit of beauty enhancements. Women tend to favor products that offer multiple benefits, such as hydration combined with anti-aging or brightening effects. Ingredients like hyaluronic acid, vitamin C, and retinol are highly sought after for their ability to address signs of aging and improve skin tone. Additionally, the influence of global beauty trends, including those from Korean and Japanese skincare routines, drives demand for innovative formulations that promise a radiant, dewy finish. Personalized skincare solutions and natural, eco-friendly ingredients also play a significant role in women’s skincare choices, reflecting a growing interest in sustainable and tailored products. Conversely, the market for men’s moisturizers is characterized by a preference for simplicity and functionality. Men’s skincare products often focus on practical benefits such as hydration with added oil control or sun protection. Ingredients that help manage oiliness and reduce shine are popular, catering to the needs of men with oily or combination skin. Men’s moisturizers also address specific concerns such as razor burn and skin sensitivity, with soothing ingredients like aloe vera and chamomile being common. The branding and packaging of men’s moisturizers are typically designed to reflect a masculine aesthetic, with sleek, minimalist designs and straightforward messaging. As awareness of skincare among men grows, the demand for effective, easy-to-use products is rising.? Considered in this report • Historic year: 2018 • Base year: 2023 • Estimated year: 2024 • Forecast year: 2029 Aspects covered in this report • Moisturizer market Outlook with its value and forecast along with its segments • Various drivers and challenges • On-going trends and developments • Top profiled companies • Strategic recommendation

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By Product Type • Face Moisturizer • Body Moisturizer By Form • Cream • Lotion • Gel By Distribution Channel • Offline • Online By End-User • Women • Men The approach of the report: This report consists of a combined approach of primary and secondary research. Initially, secondary research was used to get an understanding of the market and list the companies that are present in it. The secondary research consists of third-party sources such as press releases, annual reports of companies, and government-generated reports and databases. After gathering the data from secondary sources, primary research was conducted by conducting telephone interviews with the leading players about how the market is functioning and then conducting trade calls with dealers and distributors of the market. Post this; we have started making primary calls to consumers by equally segmenting them in regional aspects, tier aspects, age group, and gender. Once we have primary data with us, we can start verifying the details obtained from secondary sources. Intended audience This report can be useful to industry consultants, manufacturers, suppliers, associations, and organizations related to the Moisturizer industry, government bodies, and other stakeholders to align their market-centric strategies. In addition to marketing and presentations, it will also increase competitive knowledge about the industry.